商店环境刺激对消费者信任及购买意愿的影响研究(3)

商店中提供什么利益。如，将年轻女性消费者作为服务对象，则要重视和改善商店的硬件条件和服务设施。将中老年消费者作为目标群体，则要突出对员工的管理，让员工展示好的仪表举止、服务态度和能力，提高员工与顾客的互动性。第三，通过商店环境刺激提升消费者购买意愿和行为并非一蹴而就，而是要经过消费者情绪和态度因素的干预。零售商利用各种环境刺激物吸引消费者，既是商店环境刺激消费者情绪反应的过程，更是循序渐进地提高消费者信任态度，进而影响其购买意愿和行为的过程。因此，零售商应重视信任态度在消费者行为模式中的重要意义，完善和改进购物体验环境中消费者信任的建立机制。 参考文献：

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